The opportunity
Led by Amy Brill
Start with the world outside your business. Is there a real opportunity, and a reason for you to win?
- Market and competition
- Customer and demand
- Positioning and opportunity
Look Both Ways
Your business works. Where should it grow next?
Look Both Ways is a six-week online growth programme for established female founders. Amy Brill reviews your business from the Outside In: brand, reputation and market. Cat Fairman reviews it from the Inside Out: numbers, operations and capacity. You leave knowing what to stop, fix, double down on, build and park, with a 90-day plan to act on it.
Why we built it
We built Look Both Ways because we realised the best decisions came when we looked at the same business differently.
Amy Brill and Cat FairmanWhy we built this
Most business advice only looks one way.
Marketing advice tells you where the demand is. Financial advice tells you what you can afford. Operations advice tells you how to run it. Each one is useful on its own, and each one only sees part of your business.
So you end up joining the dots yourself, usually late at night, with a spreadsheet open and a decision you've been putting off for months.
We saw this in our own business. Amy would spot an opportunity. Cat would ask whether the business could actually carry it. The best decisions we made came from having both of those conversations at the same table.
Look Both Ways is that conversation, built for female founders who are ready to grow but want to get the next decision right.
Who it's for
You've built something that works. Now comes the harder part.
You've been in business for at least two or three years. You have customers, revenue and enough history to learn from. The business works, but you're questioning what comes next.
Maybe you need more customers or clients. Maybe things aren't quite adding up behind the scenes. Maybe it's going really well and you're not sure where to take it.
You can see several ways to grow. Hire, launch something new, raise your prices, enter another market. They all sound reasonable. You can't do all of them, and every one costs time and money you only get to spend once.
You don't need more ideas. You need to know which one deserves your time.
What growth means to you
Bigger is only one definition of growth.
More revenue might be part of it. You might also want better margins, fewer but better clients, a team that relies on you less, more time, a stronger reputation, or a business you could one day sell.
There isn't one right answer. A founder who wants to step back from delivery needs a very different plan from one who wants to sell in five years, even if their revenue is identical today.
So we start with a simple question: what do you actually want your business to do for you? Every decision after that follows from your answer.
The Look Both Ways approachOutside In Inside Out
Ambition meets reality
A growth opportunity only makes sense when it works for your market and for the business and life you're building.
The capacity
Led by Cat Fairman
Start with the business you have. Can your model, numbers and people support where you want to go?
- Business model and margin
- Team and capacity
- Ambition and the life you want
An opportunity can look brilliant from the outside and make no commercial sense once you look inside. Equally, you could spend months improving the business internally while your potential customers still don't know you exist.
Look Both Ways brings the two together. Neither side wins. Every option you bring gets tested from both directions, and ends up as one of five decisions:
Stop.
Fix.
Double down.
Build.
Not now.
Meet us
Two founders. Two ways of looking at a business.
We built our own business looking both ways.
Now we're showing you how.
They have scaled The Brill Collective together since 2023, Amy on growth and positioning, Cat on finance and operations. Look Both Ways is that same conversation, applied to your business.
Amy Brill
Founder. Leads Outside In.
Amy is a founder and the commercial voice of the partnership. She launched The Brill Collective in 2023 as the UAE's first PR agency disruptor, having previously built M&C Saatchi's PR business in the UAE to profitability in 18 months.
Across a career in brand positioning, PR and marketing she has helped start-ups scale and global corporations grow and pivot, in every sector.
Outside In: she starts with your customer and works back to your business.
Cat Fairman
CFO and COO. Leads Inside Out.
Cat is the operating and financial mind behind the work. As CFO and COO of The Brill Collective she knows where the profit sits, what a team can realistically carry, and what each growth option will cost.
An ACCA Chartered Accountant, she has grown companies across the GCC, APAC and the UK.
Inside Out: she starts with your numbers and works out to your ambition.
Ways to work together
How do you want to use Look Both Ways?
Together, with guidance
The founder cohort
Six weeks, online, with established female founders from anywhere. You do the work on your own business with our structure and guidance, live with Amy and Cat.
- Six weekly live strategy clinics
- Focused working groups
- Your Founder Growth Profile
- A 90-day execution plan
Built around your business
Private programme
Want more of the heavy lifting done by us? A bespoke programme for your business, online or in person. Scope and fee agreed on a call.
- One to one and confidential
- Deeper strategic immersion
- Outside In and Inside Out, together
- A plan shaped around your ambition
What you leave with
Clarity on what to do next, and the reasons behind it.
A clear direction.
You'll know which opportunities are worth pursuing, which aren't, and why.
Your priorities.
What to stop, fix, double down on, build or park for now.
A 90-day plan.
The concrete next steps, built around your business and the life you want.
The founder cohort
Dates, fees and how to apply
Start date26 October
DurationSix weeks
InvestmentUSD 1,600
FormatOnline
A clear decision. A practical plan.
A room of founders who get it.
Join the founder cohort Continue to secure checkout
Priority access is open now. Not ready to pay yet? Join the waitlist and we'll hold your priority place.
Bring your biggest business decision.
A webinar for female founders with a decision to make
Facing a challenge or opportunity?
A live webinar for female founders who've been in business two years or more. Maybe something isn't working. Maybe something exciting has landed and you're not sure whether to go for it. It's the same question underneath - is this actually worth pursuing, and can your business take it on?
Amy and Cat will walk you through how they look at a decision from the outside in and the inside out, using real examples from the programme.
Monday 20 OctoberTime to be confirmed
Workshops
Live sessions for founder communities
We run live sessions for founder communities and online webinars. Whether something isn't working or something exciting has landed, it's the same question underneath: is it worth doing, and can your business take it on?
Partner with us
Reach established female founders at the moment they're deciding how to grow
We work with brands and organisations on founder education, events, content, and research and insight.
Free
Founder Growth Profile
Your first step
Start where you are
A short scorecard across five areas. You get your Founder Growth Score, a breakdown of where you're strong and where you're not, and your first place to look, sent to your inbox.
Get your free Founder Growth ScoreLet's talk
Start with a conversation
Join the waitlist, ask about a private programme, bring us to your community or start a partnership.
Good questions
FAQ
Female founders who've been in business for at least two or three years, in any industry.
Online, so you can join from anywhere.
You work on your own business throughout, with our guidance and each other's.
We give you both perspectives and the hard questions. The decisions stay yours.
The six-week cohort is USD 1,600. Private programmes are scoped individually.